a way of regaining control when life puts them on the edge. By turning our attention to examples of this kind, we can rethink our definitions and expectations of what risk-taking means and how it might unfold across people’s lives. What we often consider risky behaviours – like gambling, substance abuse, or criminal activity – might not always be about seeking out risk for the sake of excitement. Instead, they can be actions driven by necessity, pushed forward by a lack of alternatives or desperation. COMPLEX REALITIES To fully understand the diverse ways that people engage with risk, we must expand our focus beyond the stereotypical images of thrill-seekers and instead look at the complex realities of people’s lives. By examining the full scope of social and personal factors, we begin to see that, for many, risk is not just a matter of choice – but a response to the circumstances in which they find themselves. Understanding risk-taking as a subjective and relative practice is crucial because it highlights how risk is not a one-size-fits-all concept – rather, it is deeply influenced by the unique circumstances, relationships, and timings in life that shape everyone’s relationship with risks. What might seem like an extreme risk to one person could be a necessary, rational decision or even a banality to another. We cannot fully understand or investigate risk-taking by only focusing on broad, generalised behaviours or predefined categories. It is essential to consider how risk manifests in the everyday lives of individuals, being shaped by their social networks, cultural influences and where they are in life. This allows us to better grasp how individuals navigate their social worlds and make choices that reflect their lived realities and the diverse forms of risks they encounter. FIFTY FOUR DEGREES | 45 Irina Obeada is a PhD researcher in the Department of Marketing. Her research, under the supervision of Professors James Cronin and Maria Piacentini, explores the status and function of voluntary risk-taking within consumption, markets, and consumer culture. i.obeada@lancaster.ac.uk
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